SBD/April 4, 2012/MLB Season Preview

Fox' Expanded MLB Primetime Slate Could Give Strong Boost To Audience Figures

Fox’ regular-season MLB ratings have been flat over the last three years at a 1.8 rating, and down from a 2.3 rating during the ’07 season. The net did see a 24% ratings bump for its three primetime telecasts last season, compared to the same three primetime telecasts in '10. With increase in popularity for the night games, the net and MLB announced that it will have eight weeks of primetime Saturday coverage this season. Among all viewers last season, primetime telecasts were 55% higher than during afternoon telecasts. Those same primetime ratings also saw double-digit percentage jumps among all key male demos compared to afternoon telecasts. Among males 18-34, ratings were 57% higher for primetime telecasts than afternoon coverage, while ratings among males 18-49 were 57% higher and males 25-54 were 45% higher.

FINDING THE MAN CAVE: Among males, the only age demo for Fox' complete slate of regular-season coverage to see a ratings decline last season was the 12-17 year-old group (0.4 v. 0.5). Numbers were flat among males 21-34, 18-49 and 25-54, while gains were seen among males 18-34 and 50+. No male demo is up compared to five seasons ago. Those in the 50+ group remain Fox’ top male draw for regular-season telecasts, with the rating in the demo nearly double that of males 25-54.

MLB REGULAR-SEASON RATINGS TREND ON FOX (AMONG MALES)
SEASON
12-17
18-34
21-34
18-49
25-54
50+
'11
0.4
0.8
0.8
1.0
1.2
2.3
'10
0.5
0.7
0.8
1.0
1.2
2.2
'09
0.4
0.9
1.0
1.0
1.2
2.2
'08
0.5
1.0
1.1
1.2
1.2
2.4
'07
0.7
1.3
1.4
1.5
1.7
2.7

 

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